Engaging with the LGBT Travel Market Can Help Companies Achieve the Pink Pound

February 19, 2009

The director of Pride London, Colm Howard-Lloyd gave a speech at the European Symposium on Gay and Lesbian Tourism in London earlier this week, in which he encouraged tour operators to engage the gay travel market to attract the pink pound.

Mr. Howard-Lloyd added that gay travellers are more likely to become loyal to agents and operators who show some understanding and support to their specific market.

He told Travel Weekly News: "It's all very well to say: 'Here's our gay-friendly offering', but the minute a tour operator says it is going to do a gay programme, we would wonder why."

He continued: "We know how valuable the pink pound is and we are really quite cynical about anyone taking advantage of it.  We've seen through all that and that's why the organisations that actively work with the community and support it are the ones we trust."

"Travel companies that sponsor Pride realise there's a bit of give and take.  If they spend money with us then it sends a sign to us that they're serious about our market and not trying to cash in."

He added that by organisations sponsoring a number of LGB&T festivals and events, they are actively showing the community that they are commited to diversity in sexual orientation and gender.  However, he also added that showing their support financially is not enough; companies must also be able to solidly prove that their employment practices are in accordance to diversity and equality.

He further added that LGBT travellers will look out for specialist travel agents who can provide them with a specialist service to secure bookings rather than booking through the internet.

"Expedia is all very well but it is not different.  The one thing a gay/lesbian travel agent can do is tell me what it is like in a destination and its appeal," Howard-Lloyd said.